Camel Cigarettes: Waking up to Man's Rights with Every Smoke
"Advertising is the art of making whole lies out of half truths." — Edgar A. Shoaff
Best electronic cigarette and electronic cigarette review and e cigarette reviews Best electronic cigarette and electronic cigarette review and e cigarette reviews Best electronic cigarette and electronic cigarette review and e cigarette reviews Analysis of Advertisement:
This man's life looks great, yet it is just a romanticized version of a smoker's escape. In the average family, if the father is a smoker and the rest of the family isn't, he is ridiculed for polluting the air and for giving off the demonized "second-hand smoke". If the smoker wants to light up, he will have to take a few steps outside to enjoy a cigarette, alone and free from harming others. This advertisement is a Freudian "wish fulfillment" where instead of simply taking a step out to the boring backyard patio, a man transforms his backyard into the free and open wilderness. This advertisement is a consolation piece, promising little more than the romantic notion a child gets when he or she pitches a tent in the backyard and imagines some distant place other than the safety of one's private property.
The advertisement is keen on eradicating the view that this "isolation" from the family, which typically occurs when the smoker exits his or her home, is a troublesome thing; it strives to provide a re-imagining that promises man's enjoyment in lieu of feelings of guilt. In a word, the advertisement is playing with the conventional understanding that all smoker's signify a recess from an event (e.g. interrupted exits from a party or family time), and is seeking to transform this perspective by assuaging the guilt a man feels for having to make intermissions in his life. In fact, the ad does a great job of instilling in men the idea that intermissions are what "belong to a man" and that man should never feel guilty for taking what is rightfully his. The ad provides a man, subliminally, with the idea that as natural as the wilderness is, is the right that he has to enjoy a cigarette without reproach. As nature is unable to reproach man if he cuts down a tree, so too should a man live beyond reproach for taking pleasure in his right to spark up.
Binary Oppositions - A literary lens
This advertisement is from the 1980s, a time when smoking was more acceptable considering today's bans on smoking inside restaurants and also designated smoking sections in institutions. What is compelling about the message of this advertisement is the fact that the only slogan is "Where a man belongs." The advertisement conflicts with the status quo of contemporary American, i.e., the life of a man who is bound by responsibilities of work, family life, and other demands in his daily life. The ad is great, in that, it attempts to depict the "real" location of a man, a categorical placement in nature as opposed to the modern life of most adult males. In opposition to the average male's life that is beleaguered with the burdens of home living, responsibilities, child-rearing, and workplace woes, this ad shows that this is the natural, "the real" place that a man deserves to enjoy.
Class Systems - A second literary lens
What man doesn't dream of taking off in a personal jet plane, leaving behind the responsibilities of life that is filled with deadlines, things that are left undone, and attending to the emotional sides of people whose feelings and emotional sides long to have your presence satisfy their isolation? The jet plane in the background suggests a removal from the conventions of life; it symbolizes the vehicle that allows for separation from the structured routines of the daily life. What man has to do, for the average individual, is work to make money, meet schedules, make updates, contribute to the profits of an enterprise, else he is fired because the enterprise considers the man to be a "value vampire". Furthermore, the inclusion of the rope and the hatchet in the foreground of the image, indicating some pending adventure or survivalist mentality, reinforces not just a class typology, but a gender role that the man is fulfilling by being rugged, wielding tools, and overall, being the master of his domain. He is gruff, unshaven, and most importantly, not beholden to any woman for his actions. Again, this ad serves as somewhat of a fantasy escapism made possible by the ingestion of the cancer stick.
The Aesthetic Arguments of the Ad:
The colors in the ad argue for a balanced, well-maintained life. Outside of flashy and shiny colors, this ad sticks to only three basic colors, a) the color of a mustard yellow (the color of the Camel font, the filter on the cigarettes which are peeking out of the package, and the tips of the jet planes propellers) b) Earth tones: brown and green of both the clothes on his back and the natural surroundings c) White: The slogan "Where man belongs" and the pack of cigarettes tie so nicely together that it would be hard to prove that this was accidental. By foregrounding the cigarette pack in the contrasting, almost stark white, the product is given preeminence in the image. Surprisingly, the Surgeon General's warning is in white as well; however, this is most likely a mandated color.
Psychoanalytic Lens for Camel Cigarettes:
In the same vein of extreme masculinity, this ad has overt sexual undertones that help the viewer unknowingly shift his or her eyes towards the pack of Camel Lights cigarettes in in the bottom right hand corner. The man's straddling of the massive tree trunk symbolizes his ability to harness the dangers of the wild. And in short, the trunk is an obvious phallic symbol, a symbol recognized in many cultures as signifying strength, leadership, and authority.
To entertain a subjunctive possibility, where if the man were seated "Indian-styled" at the bottom of the trunk (an arguably more comfortable position), one would see a vulnerability in the man's self-hood. If seated at the bottom of the tree trunk, it would appear as though the trunk was the antagonistic force--the superiority--directly attacking the man at the bottom of the tree trunk. In this instance, the man's inferiority would not bode well with selling this exotic cigarette.
To be sure, the advertising agency wanted the man to feel it was "acceptable" (and by acceptable, we mean "manly") to smoke the lighter version of this cigarette. In an effort to bolster a man's masculinity, the agency felt the need to get extra machismo with this ad; the evident overcompensation for smoking light cigarettes is the big phallic symbol to remind men that they still are manly men even though they can't handle the regular tobacco.
In addition, it must be noted that the man is facing the same direction as the "wild, rushing waters". The advertising agency was, of course, subliminally suggesting the man's identification with the wild.
Teacher Recommendations for Classroom Use:
Although the subject matter of these ads may not be appropriate for some student populations, the focus on gender roles and binary opposition seen here could be used as a springboard for a number of topics relavent to the English classroom. Examining the symbolism of the items in the photos (i.e. the rope, the hatchet, the plane, the log, the water, etc.) can open the door for closer examination of both visual and textual symbolism as it pertains to the author's (or illustrator's) message. In addition, traditional male roles in society can be discussed in light of the manner in which the man in the images is depicted. From a binary oppositional perspective, it would be interesting to compare and contrast these ads with cigarette print ads or packaging that target women. What types of images are associated with each gender? Are the stereotypes reflective of the societal norm, or are they targeting the "smoker" persona in particular, if such a thing exists?
Taking a more text-based approach, the slogan, "Where a man belongs" provides an opportunity to address not only the issues mentioned above, but also the power of words used so succinctly. The slogan implies a multitude of meanings and suggestions pertaining to manhood as defined by the advertiser. What are some qualities of life that the slogan suggests? Can the slogan be interpreted as threatening to men who do NOT smoke? If I don't smoke these cigarettes, am I not where I belong as a man? The text taken together with the image (multimodality) certainly creates a clear message, and analyzing both aspects of the ad would be a valuable excersise for the classroom.
Camel Cigarettes: Waking up to Man's Rights with Every Smoke
"Advertising is the art of making whole lies out of half truths."
— Edgar A. Shoaff
Best electronic cigarette and electronic cigarette review and e cigarette reviews
Best electronic cigarette and electronic cigarette review and e cigarette reviews
Best electronic cigarette and electronic cigarette review and e cigarette reviews
Analysis of Advertisement:
This man's life looks great, yet it is just a romanticized version of a smoker's escape. In the average family, if the father is a smoker and the rest of the family isn't, he is ridiculed for polluting the air and for giving off the demonized "second-hand smoke". If the smoker wants to light up, he will have to take a few steps outside to enjoy a cigarette, alone and free from harming others. This advertisement is a Freudian "wish fulfillment" where instead of simply taking a step out to the boring backyard patio, a man transforms his backyard into the free and open wilderness. This advertisement is a consolation piece, promising little more than the romantic notion a child gets when he or she pitches a tent in the backyard and imagines some distant place other than the safety of one's private property.
The advertisement is keen on eradicating the view that this "isolation" from the family, which typically occurs when the smoker exits his or her home, is a troublesome thing; it strives to provide a re-imagining that promises man's enjoyment in lieu of feelings of guilt. In a word, the advertisement is playing with the conventional understanding that all smoker's signify a recess from an event (e.g. interrupted exits from a party or family time), and is seeking to transform this perspective by assuaging the guilt a man feels for having to make intermissions in his life. In fact, the ad does a great job of instilling in men the idea that intermissions are what "belong to a man" and that man should never feel guilty for taking what is rightfully his. The ad provides a man, subliminally, with the idea that as natural as the wilderness is, is the right that he has to enjoy a cigarette without reproach. As nature is unable to reproach man if he cuts down a tree, so too should a man live beyond reproach for taking pleasure in his right to spark up.
Binary Oppositions - A literary lens
This advertisement is from the 1980s, a time when smoking was more acceptable considering today's bans on smoking inside restaurants and also designated smoking sections in institutions. What is compelling about the message of this advertisement is the fact that the only slogan is "Where a man belongs." The advertisement conflicts with the status quo of contemporary American, i.e., the life of a man who is bound by responsibilities of work, family life, and other demands in his daily life. The ad is great, in that, it attempts to depict the "real" location of a man, a categorical placement in nature as opposed to the modern life of most adult males. In opposition to the average male's life that is beleaguered with the burdens of home living, responsibilities, child-rearing, and workplace woes, this ad shows that this is the natural, "the real" place that a man deserves to enjoy.
Class Systems - A second literary lens
What man doesn't dream of taking off in a personal jet plane, leaving behind the responsibilities of life that is filled with deadlines, things that are left undone, and attending to the emotional sides of people whose feelings and emotional sides long to have your presence satisfy their isolation? The jet plane in the background suggests a removal from the conventions of life; it symbolizes the vehicle that allows for separation from the structured routines of the daily life. What man has to do, for the average individual, is work to make money, meet schedules, make updates, contribute to the profits of an enterprise, else he is fired because the enterprise considers the man to be a "value vampire". Furthermore, the inclusion of the rope and the hatchet in the foreground of the image, indicating some pending adventure or survivalist mentality, reinforces not just a class typology, but a gender role that the man is fulfilling by being rugged, wielding tools, and overall, being the master of his domain. He is gruff, unshaven, and most importantly, not beholden to any woman for his actions. Again, this ad serves as somewhat of a fantasy escapism made possible by the ingestion of the cancer stick.
The Aesthetic Arguments of the Ad:
The colors in the ad argue for a balanced, well-maintained life. Outside of flashy and shiny colors, this ad sticks to only three basic colors, a) the color of a mustard yellow (the color of the Camel font, the filter on the cigarettes which are peeking out of the package, and the tips of the jet planes propellers) b) Earth tones: brown and green of both the clothes on his back and the natural surroundings c) White: The slogan "Where man belongs" and the pack of cigarettes tie so nicely together that it would be hard to prove that this was accidental. By foregrounding the cigarette pack in the contrasting, almost stark white, the product is given preeminence in the image. Surprisingly, the Surgeon General's warning is in white as well; however, this is most likely a mandated color.
Psychoanalytic Lens for Camel Cigarettes:
In the same vein of extreme masculinity, this ad has overt sexual undertones that help the viewer unknowingly shift his or her eyes towards the pack of Camel Lights cigarettes in in the bottom right hand corner. The man's straddling of the massive tree trunk symbolizes his ability to harness the dangers of the wild. And in short, the trunk is an obvious phallic symbol, a symbol recognized in many cultures as signifying strength, leadership, and authority.
To entertain a subjunctive possibility, where if the man were seated "Indian-styled" at the bottom of the trunk (an arguably more comfortable position), one would see a vulnerability in the man's self-hood. If seated at the bottom of the tree trunk, it would appear as though the trunk was the antagonistic force--the superiority--directly attacking the man at the bottom of the tree trunk. In this instance, the man's inferiority would not bode well with selling this exotic cigarette.
To be sure, the advertising agency wanted the man to feel it was "acceptable" (and by acceptable, we mean "manly") to smoke the lighter version of this cigarette. In an effort to bolster a man's masculinity, the agency felt the need to get extra machismo with this ad; the evident overcompensation for smoking light cigarettes is the big phallic symbol to remind men that they still are manly men even though they can't handle the regular tobacco.
In addition, it must be noted that the man is facing the same direction as the "wild, rushing waters". The advertising agency was, of course, subliminally suggesting the man's identification with the wild.
Teacher Recommendations for Classroom Use:
Although the subject matter of these ads may not be appropriate for some student populations, the focus on gender roles and binary opposition seen here could be used as a springboard for a number of topics relavent to the English classroom. Examining the symbolism of the items in the photos (i.e. the rope, the hatchet, the plane, the log, the water, etc.) can open the door for closer examination of both visual and textual symbolism as it pertains to the author's (or illustrator's) message. In addition, traditional male roles in society can be discussed in light of the manner in which the man in the images is depicted. From a binary oppositional perspective, it would be interesting to compare and contrast these ads with cigarette print ads or packaging that target women. What types of images are associated with each gender? Are the stereotypes reflective of the societal norm, or are they targeting the "smoker" persona in particular, if such a thing exists?
Taking a more text-based approach, the slogan, "Where a man belongs" provides an opportunity to address not only the issues mentioned above, but also the power of words used so succinctly. The slogan implies a multitude of meanings and suggestions pertaining to manhood as defined by the advertiser. What are some qualities of life that the slogan suggests? Can the slogan be interpreted as threatening to men who do NOT smoke? If I don't smoke these cigarettes, am I not where I belong as a man? The text taken together with the image (multimodality) certainly creates a clear message, and analyzing both aspects of the ad would be a valuable excersise for the classroom.